Peter Robinson, previously the president of Pillsbury USA and senior vice president of General Mills Inc., has joined Burger King Corporation (NYSE:BKC) as president of Burger King EMEA, effective immediately. Robinson will be based in the company’s EMEA headquarters in Zug, Switzerland, and will report to Burger King Corporation CEO John W. Chidsey. In this role, Robinson will be responsible for all of Burger King Corporation’s business in the region, including operations, marketing and franchisee development. He will be part of the company’s executive leadership team.
Robinson’s career spans more than 30 years in the consumer foods industry in the United States, Europe, the Middle East and Africa.
“Peter is results driven and action oriented with exactly the right mix of multinational experience to lead Burger King in the region,” Chidsey said. “During the past two years in EMEA, we’ve concentrated on improving operations and marketing and on new franchisee development. These accomplishments have set the stage for us to focus intently on improving comparable sales growth and further accelerating restaurant growth.”
Robinson was appointed president of Pillsbury USA following the acquisition of Pillsbury by General Mills in 2001 where he was instrumental in the successful integration of Pillsbury businesses and employees into the new General Mills. Before joining Pillsbury in 1999, Robinson was president of Frito-Lay International, responsible for Eastern Europe, the Middle East and Africa. He has also held leadership positions at Kraft General Foods.
Robinson said, “Burger King has made significant strides in the past few years in Europe and the Middle East, and I’m confident we can accelerate the momentum. I am pleased to have the opportunity to work with John and the leadership team at Burger King at this exciting time in the company’s history and to return to the region.”
Robinson replaces Steve DeSutter, who resigned from his position as president of Burger King EMEA earlier this month. Robinson is a native of the United Kingdom. He holds a degree in economics from Newcastle University in the United Kingdom.
EMEA is the largest geographic area in the Burger King system outside the United States with more than 2,100 restaurants in 26 countries and territories, including the United Kingdom, Germany, Spain and the Netherlands.